1. Sally McManus
Primary research results
The purpose for my primary research surveys is to find my target audience for my music
video. By handing out questionnaires I will find out what genre of music most people were
into and what age group my target audience will be. I will find out what their favourite type of
music video is (e.g. narrative, performance or abstract) is and how often they are likely to
watch my music video by asking them how often they usually watch them.
Age
15-25
25-35
35-45
45+
From the results of this question I found out the age of my target audience will be 15-25. I
decided this as most people from this age group are likely to watch my music video.
Sex
Male
Female
I decided that my music video will be targeted mainly at females due to the results of this
question. I came to this decision as most females have said that they take time out of their
day to watch music videos whereas most men don’t so therefore my video will be targeted at
females.

2. Sally McManus
Occupation
Student
Teacher
Other
After gathering together the results from this question I came to the decision that the
occupation of my target audience is going to be a student as these are more likely to take
time out to actually watch my music video.
Favourite genre
Pop
Mixed
Rock
R'n'B
The results of this question made it clear to me that most of my target audience have a wide
taste in music and don’t all solely focus on one genre of music. I decided by looking at these
results that my music video will be for a song from the pop genre as this was the most
popular one.

3. Sally McManus
Where do you watch music
videos usually?
Television
YouTube
Facebook
I found from these results that my target audience usually watch music videos on television
rather than online on sites such as YouTube or on social networking sites such as
Facebook. This made me decide that my music video would have to be friendly for all ages
as I’d aim for it to be shown on the television.
What type of music video do
you like to watch the best?
Narrative
Performance
Abstract
After gathering this questions result’s I have decided that my music video will have a
narrative structure as this is what my target audience seem to enjoy the most. Due to having
a narrative structure my video will be shot in a way that it tells a story.

4. Sally McManus
How many days out of the
week do you watch at least one
music video?
None I don't
watch them
One day
Two days
Three + days
I found from the results from asking the question “How many days out of the week do you
watch at least one music video?” that my target audience tend to watch them one day a
week. This gave me the idea that I would try to make my pop video stand out and break
typical pop conventions therefore it would make them want to watch it.
How often do you search for
new music?
Daily
Weekly
Monthly
Other
After gathering together the results from this question I found that my target audience tend to
search for new music weekly. This made me decide I would chose a song with meaningful
lyrics which would make the audience relate to it and therefore hopefully want to listen to it
and watch the music video for more than a week.

5. Sally McManus
Overall I used the primary research technique of questionnaires to help me decide who the
target audience will be for my music video, the genre of music the video will be, also the age
of my target audience and many different things. I found from the results that my target
audience will be aged 15-25 and will be aimed at both sexes however it will be more towards
females. The main genre I will use a track of to make my music video too will be pop music
however due to the second favourite genre of my target audience’s being mixed I decided I
wouldn’t use a typical pop track. The main occupation of my target audience will be students
who tend to watch music videos on the television and like narrative structures to the music
videos they watch and therefore I will try to make my video tell a story rather than it just
show an artist performing etc. I noticed that my target audience tend to watch music videos
one day a week and seek new music weekly so therefore I realised that I would have to
make my music video stand out from typical pop music videos and would have to make it
interesting so that they don’t forget about it and begin searching for new music.
My target audience will use my text for many different reasons however one of them
may be shown through Blumler and Katz theory of uses and gratifications by using it for
diversion. They could use my music video to escape from everyday problems and routines
by imaging themselves in the place of the artist in my video. They could also use it for
personal relationship reasons for example, listening to a break up song if they have recently
split with a partner as it helps them to feel as though they are not alone. Lastly, they could
also use Blumler and Katz’s theory of uses and gratification if they use my music video for
personal identity by trying to find themselves reflected in the video or for example if they see
the artist doing a certain thing in the music video then them doing it themselves. In applying
Stuart Hall’s theory of encoding and decoding within my music video I would encodea
conventional narrative with conventions of a simple love story therefore my audience would
gain a preferred reading when decoding such messages e.g. conventional linear narrative
and conventional features of a love story/pop genre music video (e.g. love hearts, slow
paced editing, dissolves). For example if I was to make a music video to a break up song
and at the end of the video it shows the main character happy it could make the audience
believe if they have recently broke up with someone that in the end they are going to be
happy too.